Birch announces details for new Croydon hotel
Birch has revealed details for its new sister hotel, Birch (Selsdon), due to open in Spring 2023.
Following the successful launch of the lifestyle brand in 2020 at Birch (Cheshunt), the new hotel in South London will occupy a 19th century mansion remodelled architecture and interior design studio A-nrd – led by Alessio Nardi and Lukas Persakovas – and Sella Concept.
The 181-room property will comprise two restaurants, three bars and a co-working hub, as well as a lido and wellness space. There is also set to be creative studios and several communal spaces, from snugs to an orangerie.
A-nrd has inserted a contemporary layer on top of the existing red-brick mansion. Respectful of the building’s history and mindful of minimising waste, the existing infrastructure has been adapted and repurposed where possible. Inside, the colour palette, materials and décor have been woven together and animated with the help of local makers and artists.
Sella Concept meanwhile, founded by Tatjana Von Stein, has injected glamour and drama to some of Birch (Selsdon)’s public areas; think earthy glam in the signature restaurant, velvet and Chinoiserie in the bar and dark, glossy walls in the speakeasy. Come summer, Sella Concept’s Art Deco-inspired makeover of the lido, complete with a yoga deck, will bring the 1930s pool back to life.
As at Birch (Cheshunt), guestrooms are free of TVs and desks, but rather feature well-crafted furniture and mattresses from Simba and Naturalmat. Every room is furnished with bedside tables crafted by Sebastian Cox using wood from the estate, while contemporary British art and limited edition giclee prints by Weronika Marianna and Laurie Maun adorn the walls. Birch’s ethos to reuse and minimise waste and consumption where possible is reflected in lampshades made from recycled glass and fabrics made from recycled textiles. Dodds & Shute, a design-led procurement company dedicated to sourcing the most sustainable furniture and lighting, has been tracking the carbon footprint of every item procured across the estate.
As a dedicated environmentalist, Cox has masterminded the rewilding of Birch (Selsdon)’s 200 acres of land. What was once a golf course is now one of London’s largest rewilding projects, with plans to promote local biodiversity and actively contribute to the greening of the capital. The intention is to recreate a northern hemisphere scrubland savannah, free from human intervention. Self-sustaining herbivores including long-horned cattle and Exmoor ponies will roam free – at a natural density for the site – and it’s hoped that, in time, endangered species native to this part of England such as nightingales, nightjars and dormice will return.
The hotel’s menus are also informed by the rewilding ethos, with dishes featuring freshly foraged ingredients as well as seasonal produce from the on-site kitchen garden. The three bars meanwhile offer different moods for different times of day and in warmer months, large terrace will serve food and drink against a backdrop of rolling hills.
From an experience perspective, Birch (Selsdon) will comprise dedicated pottery, screen-printing, making and cookery studios, hosting an evolving programme of workshops and masterclasses.
Art will animate all corners of the property, from Olly Fathers sculptures hanging in the reception area made using birchwood off-cuts from the estate, to the Richard Woods ‘house’ installation on the back lawn and Dominic McHenry’s geometric totems in the signature restaurant.
“In our post-pandemic world where boundaries have become even more blurred and it’s harder than ever to switch off, we need a reminder of the best things in life,” says Ayo Akinsete, Managing Director of Birch. “Birch (Selsdon) is a place to pause, to try new things, to reconnect with yourself and others, and to have fun. We want guests and members to leave feeling inspired, upbeat, calm and nourished but also empowered to cope with the everyday juggling act of life.”
